SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and CMOs of fast-growing SaaS firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions.
SaaS Backwards - Reverse Engineering SaaS Success
Ep. 76 - Education in their marketing DNA – with Olga Noha CMO of SplitMetrics
We talk a lot with our customers about the 97%. The people who have problems you solve, but don’t know there’s a solution and certainly don’t know about you.
That’s what we talked about with Olgo Noha, CMO of SplitMetrics at the recent Ascent Conference in San Francisco.
Split Metrics is in a relatively new market with little competition—but there is little solution-awareness.
Therefore, their strategy has focused on education. And when you have a complex product that requires education—customer creation is the name of the game.
Also in this episode:
- Looking for the pivot in terms of go to market or your product or even operational side of things.
- How SplitMetrics restructured their sales teams to focus on a single portfolio of products.
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.
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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
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